PERSOL Group Launches Large-scale Advertising Campaign to Include TV Commercials and Other Media “Work, and Smile” Campaign to Feature Steve Wozniak and Carmen Dell’Orefice as Iconic Workers Nationwide roll-out to begin March 25, 2017
The comprehensive personnel service provider Temp Holdings Co., Ltd. (Head Office: Shibuya-ku, Tokyo; President and CEO: Masamichi Mizuta; hereinafter “Temp Holdings”; URL: https://www.persol-group.co.jp/)announces the launch of a large-scale advertising campaign for its Group brand PERSOL, to begin Saturday, March 25, 2017.
The ads will feature world-renowned computer engineer Steve Wozniak, along with Carmen Dell’Orefice who, at age 85, remains active as a top model. They will appear as “iconic workers” for Group brand PERSOL, spreading the brand’s philosophy through the slogan, “Work, and Smile.”
The television commercial is based on the theme, “A shout-out to the workers of Japan, from your comrades around the world,” and features the two individuals noted above. Despite a variety of hardships and difficulties, world-renowned engineer Steve Wozniak continued the research that led to the creation of the computer industry as we know it today. Carmen Dell’Orefice, an active fashion model at age 85, started her career at the age of 15, was featured on the cover of Vogue magazine, and has gone on to build a career that spans seven decades and continues today.
Note that in addition to the television commercial, advertising will include transit and outdoor print ads and the internet, a nationwide, multi-channel approach that represents the first large-scale advertising campaign ever for the PERSOL Group.
The commercials, interviews with the performers and other information is available at the special site noted below:
A Silicon Valley icon for the past three decades, Steve Wozniak helped shape the computing industry with his design for personal computers. In 1976, Wozniak participated in establishing the firm that would go on to become a world-famous IT company. The following year, he introduced a new personal computer featuring a central processing unit, a keyboard, color graphics and a floppy disk drive. The new personal computer he introduced was integral in launching the personal computer industry.
In 2014, he was awarded the Hoover Medal, a prestigious honor given for “outstanding extra-career services by engineers to humanity.”
Still active at the age of 85, veteran fashion model Carmen Dell’Orefice was born in New York City in 1931. At age 15, she was the youngest model to appear on the cover of Vogue magazine in four countries. In the 1940s, she served as a subject for the painter Salvador Dali, going on to build a wide-ranging career that continues today after more than 70 years.
With grace and elegance, she has charted new territory for models since the beginning of her career and more recently stood up for older women, becoming the embodiment of their empowerment. She has changed along with the fashion industry over time, making her an iconic presence at every stage of her career, which she actively continues to this day.
■Message From the Performers to Business People in Japan
Hello, people of Japan! I’m Steve Wozniac. Always try to be your best, and beyond. You generally know what’s inside you, and what you’re passioned about, and that will drive you further than any knowledge in the world.
Hey, world out there! If I can find something that I like to doing, I’m sure you can, too. And go for it!
■Overview of Advertising Campaign
Broadcast (listing) period: Beginning Saturday, March 25, 2017
Broadcast (listing) region: Nationwide broadcast of television commercial, along with print advertising in train stations and other outdoor locations, as well as a special website linked to the commercial.
Title: “Work, and Smile: Steve Wozniak” version
TV-CM (30 sec.): https://youtu.be/fIFkMOIlZYA
TV-CM (15 sec.): https://youtu.be/4kvdHfc0q4g
“Work, and Smile: Carmen Dell’Orefice” version
TV-CM (30 sec.): https://youtu.be/7LTMEaFKvmQ
TV-CM (15 sec.): https://youtu.be/S5ajSRb6BHU
Featuring: Steve Wozniak, Carmen Dell’Orefice
■TV Commercial Outline: “Work, and Smile” Wozniak version 30 sec.
(1)I love designing things.
I just love it as a passion.
(2)I would work late at night at my bedroom on the floor, on sheets of paper, drawing computer designs.
(3)I went four days at night without sleep In my head,
(4)popped the entire formula for an affordable, useful computer
(6)Everyone who touched that machine had so much fun because it was so easy
(7)I want to enable the future
(9)I know what makes me happy. What I feel is really me. And I’m glad. I’m really lucky.
Work, and Smile.
■TV Commercial Outline: “Work, and Smile” Carmen version 30 sec.
(1)Many people are amazed, “How do you keep doing that? You have so much energy.”
(2)But it was a passion. It wasn’t something I hadto do. It was something that I was privileged to choose to do.
(4)I understood that I was a universe that I was in charge of.
(7)We all have the freedom to redesign our lives,
(10)and I’m still doing that.
I’ve never finished.
Work, and Smile.
■About the Making of the Commercial
Photo shoots and filming for the commercial were carried out in the U.S., in New York and Los Angeles. The initial atmosphere on the set was slightly tense, since the work would involve filming two individuals who are not normally featured in corporate advertising. Still, the two turned out to be unpretentious, friendly people, and once they were on set, the staff could relax and filming proceeded smoothly.
Both Mr. Wozniak and Ms. Dell’Orefice exuded an overwhelming aura as they spoke about their own hardships and their passion for work, and one could sense the sparkle they bring to embodying the iconic worker represented by the slogan, “Work, and Smile.”
Both his wife and his beloved dog joined him on set to watch over the filming. Mr. Wozniak joined the staff for meals and other breaks, and kept things upbeat by offering his own original quizzes, created from a mind with an IQ of over 200. He gladly agreed to take photos and sign autographs, and helped create a genial mood throughout the proceedings.
Still an active fashion model, Ms. Dell’Orefice walked onto the set with a firm stride that belied her 85 years.
During the filming, she told jokes, laughed heartily and really showed her most charming side.
When asked to take a final commemorative photograph, she linked arms with the staff, hugged them, and closed out the session in an atmosphere of good cheer.
ECD Katsuharu Kiba (HAKUHODO CONSULTING INC.)
CD Yasuhiko Sakura (Nakahata.Inc)
AD Katsuhiko Suzuki (Hakuhodo.Inc)
Deputy General Manager Masakazu Hashimoto (Hakuhodo.Inc)
Account Director Kensuke Nukaya (Hakuhodo.Inc)
Account Supervisor Yuka Asanuma(Hakuhodo.Inc)
AE Ai Tsubono(Hakuhodo.Inc)
Project Manager So Ikeda (HAKUHODO CONSULTING INC.)
Executive Producer Masakatsu Kasai (TOHOKUSHINSHA FILM CORPORATION)
Producer Jun Inoue (TOHOKUSHINSHA FILM CORPORATION)
Production Manager Yusuke Natsuka (TOHOKUSHINSHA FILM CORPORATION)
Director Mackenzie Sheppard (Freelance)
DP Oliver Millar (Freelance)
Production Designer Joseph Sciacca (Freelance)
USA Producer Jason Dorfman (Downtown Reel)
Music Thomas Suess (Audioforce)
CG Producer Michael Dwojak (Juice)
Color Correction Naotaka Takahashi (L’espace Vision)
Offline editor FONG (Freelance)
Art Director Daisuke Saito (RISSI INC.) , Kohei Naruto (RISSI INC.)
Graphic Designer Ami Mochizuki (TOHOKUSHINSHA FILM CORPORATION)
Photographer Takay (Freelance)
PERSOL is a new brand introduced in July 2016. The brand name was derived from the concept of “A person grows through his or her work (PERSON) and resolves issues in a society (SOLUTION)”. It contains the core message that together, we aspire to take on challenges for the brilliant future while supporting the growth of individuals and organizations.
PERSOL Group consists of Tempstaff, which provides temporary staffing services, and Intelligence, which provides recruitment services and classified ads, as well as over 90 domestic and overseas companies engaged in a wide range of businesses from IT outsourcing to design development. The Group addresses actions to resolve labor and employment issues in a comprehensive manner, aiming to realize the Group’s vision, “Create social infrastructure for people and organization that catalyze growth and innovation.”